Integrating green image with relationship marketing: A moderating role of green image

Byung-Kwan ChoSchool of Business, Sejong University, Republic of Korea, Debora LeeGraduate School of Business, Sejong University, Republic of Korea, Woo Gon KimInternational Center for Hospitality Research , Dedman College of Hospitality, Florida State University, Eun-Jung KimSchool of Hotel and Tourism Management, Youngsan University, Republic of Korea, Yong-Ki LeeSchool of Business and Sejong Carbon Neutral ESG Institute, Sejong University, Republic of Korea

Tourism and Hospitality Research

Published online on November 15, 2024

Abstract

Tourism and Hospitality Research, Volume 26, Issue 3, Page 459-471, July 2026.
This study integrates social exchange theory, the biophilia hypothesis, the hierarchy of effects model, and self-congruency theory to examine how relational benefits and green image influence positive emotion, customer loyalty, and customer green behavior ...